Performance Bicycle said it will open its 27th store in California  in Santa Rosa on April 9.

The new store, located at 1993 Santa Rosa Avenue, will join Performance’s 86 locations nationwide. Based on a new design that aims to make cycling retail more fun and user-friendly, the new Performance location will be a welcome resource and guide for both avid riders and those who havent been on a bike since they were a kid. The store will offer a full assortment of bicycles-Road, Mountain, Path & Pavement, Women’s and Kids-as well as the latest in cycling apparel and gear.

“Our mission is to demystify cycling,” said Jim Thompson, chief executive officer of Performance, Inc. “We want to see more people in Santa Rosa make cycling an everyday part of their lives. That’s why we are working hard to make Performance Bicycle the premier retail destination for avid cyclists, aspiring riders, and everyone who loves bikes as much as we do. If we can deliver a fun and friendly environment in the store, we can help more families and individuals embrace the benefits and fun of cycling in communities everywhere.”

The Santa Rosa store also will feature an all-new Spin DoctorT service area that offers free bike fitting with every bike purchase as well as repair and customization services for all cyclists. Spin Doctor departments are staffed by experienced ‘spin Doctor Certified mechanics who can service and repair all brands of bikes and offer advice on everything from bikes and gear to the best places to ride.

Every item Performance sells is backed by a 100 percent Satisfaction
Guarantee, a Low Price Promise, and Free Lifetime adjustments for any bike purchased. Kids bikes come with Free Custom Size and Safety Fitting and Performance’s own Growth Guarantee that offers discounts on new bikes when kids have outgrown their old ones. Guests can also join the Team PerformanceR Buyer’s Club, cycling’s number one buyer’s club, to get ten percent back on every purchase, free second-day shipping upgrades, and other exclusive offers.

Thompson adds, “We are focused on providing the best possible experience for anyone who wants to buy a bike. We will do that through the new look and feel of our stores, our award winning – top 100 web site, free catalog, a broad assortment of cycling gear, incredible value, and the expertise of the cyclists who make up the outstanding Performance team.”

Performance Inc. is majority owned by North Castle Partners of Greenwich, Connecticut.